CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Recognizing the communicative power of your customers is the success mantra of modern businesses. Modern customers are very expressive by nature. They like to talk a lot about their experience pertaining to a brand and social media has offered them the platform. As a result, many companies are now investing in mining the social power into their business – to use the platform in striking a conversation with customers.
Companies, however, need to understand that taping information from social media sites is no guarantee of establishing a relation with customers. In order to do that they need to open a conversation with them, be receptive and ready to work upon the feedback received.
Communication between customers and brands can happen at various levels and both the parties can open the conversation. While customers communicate in forms of – personal chats, friendly suggestions, emails, phone calls, surveys or discussions, communications initiated by the brand can be a direct approach to a small group of customers, promotional campaigns, email marketing, phone calls etc.
Normally the communication initiated by brand takes place before a product or service is delivered whereas customers communicate once the service is received.
Brands, however, start a conversation by sharing content. Brand that can share conversation worthy content is likely to experience higher success rate in engaging its customers. With the help of HTML 5 technology companies now can share a variety of content online, including:
Earlier website content was more static and only text based. But now with HTML5 you can really enrich your content mix. Since visuals create better impact on your audience than paragraphs of text try all the different options available to you to create engaging content that your customers would like to share.
However, it is very important for the brand to understand what it means by conversation. In order to engage your audience you must offer them some food for thought. Create topics that are worth discussions and would attract your customers to participate in it.
Some ways to encourage your customers to interact with you are:
Act upon the insight: It isn’t enough to initiate a conversation or engaging your customers in discussions but you must also act upon the deluge of information gathered. Efforts must be made in turning the information into actionable insight and only then can a brand become truly social.